The Relationship Between Organizational Leaders and Advertising Ethics: An Organizational Ethnography

Abstract

Understanding the complexity of advertising ethics mandates an organizational approach to empirical research. Through the lens of Giddens's structuration theory, this ethnography examines the relationship between organizational leadership, one aspect of Schein's concept of organizational culture, and advertising ethics. Fieldwork at a full-service advertising agency and 45 one-on-one interviews were conducted regarding perceptions of organizational leadership as well as ethics in advertising. Findings suggest that characteristics of leaders, such as virtuous character, and espousing organizational values enable ethical awareness, while amoral intentions for starting the advertising agency simultaneously constrain ethical awareness. A discussion regarding the dynamic relationship between organizational leadership and advertising ethics begins.

NOTES

Notes

1. For confidentiality, the agency will be referred to as “AdCompany” or “the agency.” Titles and participant ID numbers will identify members except when sensitive data is presented, in which case participants will be referred to as “member.”

2. The mantra has been altered to protect confidentiality.

3. AdCompany made a few hires, several layoffs, and two employees quit during fieldwork.

4. Field notes were formatted Times New Roman, 12 pt., 1-inch margins, and single-spaced.

5. Each interview was assigned a unique participation number, which will appear within the findings.

6. See Appendix for the interview guide.

7. All interviews were transcribed by the researcher and were formatted as Times New Roman, 12 pt., 1-inch margins, single-spaced.

8. Findings are supported by exemplar quotes pulled from members' responses during interviews and from the field. Paraphrased responses and quotes are identified by participant ID number (e.g., 1) and by field notes according to the day (e.g., FN 1).

9. A noncompete agreement is a contract between an employer and employee that states, upon termination, conditions and timeframes for working within the industry and with competing organizations.